This post is part of a series about the Internet marketing strategy I call Inbound Marketing, and is also part of a sub-series about the preparation that goes into a successful Inbound Marketing effort. To access those articles, click either of the links in the prior sentence.
The topic of this post, as well as the next few, is what I call “The Golden Thread”. This has to do with what your website is about. The purpose of your website. Notice the word purpose is not plural. A business website should have one primary purposes. I’ll explain why below.
Zippe.biz helps you generate quality leads for your business through your website.
Below I attribute conscious awareness to search engines, which of course they do not have. For this reason certain words below are quoted.
In order for the search engines to bring your audience to your website, they have to “know” or “understand” what your website is about. As a result of this, a business website should be about one main thing.
If your website is about many different things, the search engines get “confused”.
This is where The Golden Thread comes in.
There must be a Golden Thread between various parts of your website. I’ll use this website as an example to illustrate the points.
Title: A few words stating what the website is about.
Business Lead Generation
Tagline: Think of this as a sub-title. Maybe 10 to 12 words that describes what the website is about. I discount words that have no search value. In the tagline below, I discount the words; to, via, and, for, and your. That leaves 11 words that have good “search value”.
Inbound Marketing: Effective Strategy to Attract Your Audience via SEO and Generate Leads for your Business
Categories: You should have no more than 12 categories into which each of your posts will be categorized. Even when a post may fit into more than one category, there is no advantage to doing so.
The categories for this website are:
- Inbound Marketing
- Lead Generation
- Local SEO Marketing
- Social Media Marketing
Post titles: The post titles are the most valuable real estate on your entire website. There will later be at least one post devoted to how you built good search friendly titles.
The main point here is the same set of words have to appear in various places within your website; Title, Tagline, Categories, and Post Titles.
When you do that, you’ve created an effective Golden Thread which helps the search engines know what your website is about.
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